SkillMedev Google Business Profile Optimizer
For a local service business, the Google Business Profile is the storefront: most customers decide whether to call from the map pack panel without ever visiting the website. The costly mistake this skill prevents is treating GBP as a set-and-forget listing - a wrong primary category or an inconsistent business name silently caps every dollar spent elsewhere. Before investing hours here, confirm with local-unit-economics what a booked call is worth; for Summit Plumbing (4 techs, $450 average ticket, $75,000 a month), each extra customer from the profile is worth about $450 in first-job cash against a roughly $119 paid CAC, so free GBP calls are the cheapest customers the business will ever get.
Operating procedure
Work the checklist top to bottom - it is ordered by ranking impact, and the top items gate the rest.
Step 1: Claim, verify, and de-duplicate
Confirm the owner controls the profile with a verified Google account. Search the business name and phone number for duplicate profiles; duplicates split reviews and confuse ranking. Request removal or merge of any duplicate before touching anything else.
Step 2: Set the primary category - the single biggest lever
The primary category is the strongest ranking signal the owner directly controls. Pick the most specific category matching the highest-revenue service: Summit chooses "Plumber," not "Contractor." Add secondary categories for real service lines only (for Summit: "Drainage service," "Water heater installation and repair service"). Test one primary-category change at a time and wait two to three weeks before judging, because rankings reshuffle after a change.
Step 3: Configure the service area correctly
A plumber without a walk-in shop is a service-area business: hide the street address and list served cities or zips instead. Set the area to where the techs genuinely go - Summit lists its metro plus the six suburbs it serves. Do not paint a giant radius to chase volume; Google ranks by real proximity and prominence, and a bloated area dilutes relevance without producing calls.
Step 4: Lock NAP consistency
Name, Address, Phone must be character-identical everywhere: GBP, website footer, and major directories. "Summit Plumbing" and "Summit Plumbing LLC" count as a mismatch. Never stuff keywords into the business name ("Summit Plumbing - Best Water Heater Repair") - it violates guidelines and risks suspension, which zeroes out every call from Maps. Full citation cleanup across directories belongs to local-seo-playbook; this step covers the properties the owner edits directly.
Step 5: Fill services, description, attributes, hours
List every service as its own item with a plain-language description and, where honest, a from-price ("Water heater replacement - from $1,400"). Write the 750-character business description with the primary service and city in the first sentence. Set real hours; wrong hours generate one-star reviews.
Step 6: Start the photo cadence - weekly, forever
Upload three to five real photos every week: job sites, before/after, trucks, techs. Weekly beats a one-time dump of fifty because sustained activity signals an operating business. Make it a Friday routine: each Summit tech texts one job photo to the office, the office picks the best few and uploads. No stock photos - customers can tell, and Google's filters increasingly can too.
Step 7: Seed the Q&A
Anyone can ask and answer questions on the profile, so the owner should ask and answer the ten questions customers actually call with, before a stranger answers wrong. Seed pairs like:
Q: Do you charge for estimates?
A: Diagnostic visits are $89, credited toward the repair if you proceed.
Q: Do you handle emergency calls at night or on weekends?
A: Yes - 24/7 emergency service across [FILL: metro] and surrounding suburbs.
Check monthly for new public questions and answer within 48 hours.
Step 8: Post weekly
One post a week: a completed project, a seasonal reminder ("freeze warning - disconnect outdoor hoses"), or an offer. Posts expire from prominence in about a week, which is why cadence beats volume. Batch four posts monthly in one sitting.
Step 9: Hand off the review stream
Review count, rating, and velocity are major prominence signals, but generating them is its own system - go to review-engine, and respond to every review from the profile using its scripts.
Inputs to elicit
Collect: trade and highest-revenue service, walk-in location or service-area business, exact legal and DBA name, cities genuinely served, top ten customer questions, and who on staff can own the weekly photo/post routine. Default the photo cadence to weekly and posts to weekly if the owner has no preference. If the owner guesses which service earns most, label it a guess and verify against job records before locking the primary category.
Concrete thresholds
- Primary category: exactly one, the most specific match; re-judge any change only after two to three weeks.
- Photos: 3-5 new per week, minimum 1; a profile stale for 30+ days is underperforming its ranking potential.
- Posts: 1 per week; Q&A answered within 48 hours.
- NAP: zero variants tolerated across owned properties.
- Profile completeness: every section filled - empty services and attributes are free relevance left on the table.
Worked artifact: Summit Plumbing profile settings
Business name: Summit Plumbing (exact legal DBA, no keywords)
Primary category: Plumber
Secondary: Drainage service; Water heater installation and
repair service
Type: Service-area business, address hidden
Service area: [Metro city] + Ridgefield, Oak Hill, Brookside,
Fairview, Lakemont, Cedar Falls
Hours: Mon-Sat 7:00-19:00, 24/7 emergency line noted
in description
Description opens: "Summit Plumbing is a residential plumbing company
serving [Metro city] with same-day drain, water
heater, and repair service..."
Weekly routine: Fri: upload 3-5 tech job photos, publish 1 post,
answer any new Q&A
Bad contrast: name "Summit Plumbing | #1 Emergency Plumber [Metro]", primary category "Contractor," a 50-mile radius, and 40 photos uploaded once in January. That profile is a suspension risk that ranks worse each month.
Deliverable
A completed profile audit against the checklist above, the exact category and service-area settings to apply, seeded Q&A pairs, and a one-page weekly routine (photos, post, Q&A check) with a named owner on staff.
Do NOT
- Do not stuff keywords or cities into the business name - suspension ends every Maps call at once, the opposite of the goal.
- Do not choose a broad primary category to "cover everything"; specificity ranks, generality does not.
- Do not show a street address for a service-area business without real walk-in staffed hours - it violates guidelines.
- Do not upload stock photos; real, slightly imperfect job photos convert better and carry no policy risk.
- Do not change multiple ranking-relevant settings in the same week; you will not know which change moved the needle.
Quality bar
- Checklist items resolved in impact order; no step marked done without the exact value set (category name, cities, hours).
- NAP verified character-identical across GBP and the website.
- The weekly routine names a specific person and a specific day.
- Any category change logged with a date and a re-check scheduled two to three weeks out.
Escalation and routing
If the profile is suspended, file a reinstatement with documentation (utility bill, license) rather than creating a new profile - a new profile forfeits every review. Route review generation and response scripts to review-engine, website and citation work to local-seo-playbook, and the question of whether paid leads are still needed after organic calls rise to local-unit-economics.